8 ways to turbo charge your direct mail
Post on 02-Jul-2015
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8 WAYS TO GET MORE FROM
DIRECT MAIL
With Karen J. Marchetti
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8 Keys to Direct Mail Success
1. Best MAILING LIST 2. Logical “First Step” OFFER 3. Best package FORMAT 4. The 44% Rule: STRONG REASON TO OPEN!
5. BENEFIT HEADLINE 6. “Remind of Pain, Promise Pleasure” LEAD-IN 7. SCAN-able copy 8. CONVERSATIONAL copy Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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#1 Success Factor: THE LIST
• Find the List FIRST –guides OFFER, CREATIVE
“oh, yeah, we need a list . . .” Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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Two Main Types of Mailing Lists
RESPONDER LISTS –Buyers –Inquirers –Attendees –Subscribers MOST ACCURATE MOST TARGETED USAGE INFO!!! $$
COMPILED LISTS – Demographics – Census-based – Public Records – Directories
TIGHT GEOGRAPHY SMALLER QUANTITY $
Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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Responder File
Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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List Broker: Who Tested and Still Uses This List?
Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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#2: Irresistible OFFER
Lead Generation –Something free (gift, info, sample, trial)
• Choose Right Commitment for your GOAL:
LOW Commitment = High Response “Free Report” HIGH Commitment = Low Response “Call me Now” Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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OFFERS: yawn . . . Or MOTIVATE!
“more information” . . . “learn more” . . . (yawn) MERCHANDISE IT! More Information on online advertising OR “Free Guide to Effective Online Advertising for Small Business” Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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Offers to Drive Purchase
• Discounts: volume purchase, introductory offer, first order, early bird
• Sale: before price increase, overstock • Rebate • Bonus gift • Buy 1, get 1 free • Bill me • 3 easy payments of . . . • Build up the Sale
–10% off of $50, 15% off $75, 20% off $100 –Good, better, best Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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#3: What’s the BEST Format?
Envelope: • More Costly Product • More Complex Product • If Product Changes the
way we do things • Where TRUST is key • To Senior Execs • If Gatekeepers
“Self-Mailer” or Postcard • Quick read • Known brands • Inexpensive products • When you need a
showroom & visuals
Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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#4: GET IT OPENED: 44% of Mail Never is
HEADLINE / VISUAL • Headline and/or visual on ADDRESS PANEL SIDE • Above Address where possible
–This is the FRONT (how USPS delivers it)
Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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Getting it Opened with a HEADLINE
• Benefit –What’s in it for me? –Specifics Sell – be as specific as possible
• Intrigue: news, teaser, unique fact, question • Aggressive Offer Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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#5: Tests of an Effective Headline
“So What”? • What’s in it for me? • Get the “You” in Headline • Specifics sell • Get to the point
Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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Headline Ideas
• Useful info – How to –Numbered Ways –Ask a Question
• Inside Info • Something free • Testimonial • Problem solving • Discount or special Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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#6: How to LEAD off
Remind of Pain and/or Promise Pleasure “Is your job helping to make someone else rich – but not building anything for YOUR future? What if you could .”
OR Do they see boring paragraphs . . . “Since 2002, we’ve been proudly serving . . .” Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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#7: 85% of the World “SCANS”
• Headlines • Subheads • Underlines, Bolds • Bullets • Numbered Points
When I SCAN, I should get the entire message . . . - What are you
offering? - What will it do for
me? - How do I get it?
Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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#8: Conversational
• Write as you would say it out loud • If you were face-to-face with me, is this what you’d
say? Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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Thank You!
www.ResponseFX.com FOLLOW: @ResponseCoach BLOG: www.responsefx.com/blog/ Copyright 2014 Strategic Marketing and Advertising, Inc. All Rights Reserved.
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